Among the many things we like about Don Peppers, featured in this month's cover story (see [Article link]), are his unusual insights into the pitfalls, as well as the opportunities, involved in using technology to provide better, faster service to customers. At a recent Inc. conference he talked about the need to make sure you don't "get beyond your customers' belief system." Case in point: a Japanese company whose technology allowed it to build custom-made bicycles overnight. That was too fast for customers, who didn't believe the bikes were really custom-made. The solution? Store the bicycles in a warehouse for a couple of weeks.

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